The development of market segmentation of sorghum products as functional beverages

Abstract

Sorghum is one of the plants that can be processed into functional beverages containing elements of nutrients or non-nutrients that provide positive effects on health of the body. A descriptive qualitative research, this study aims to obtain product formulation and to initiate the process of market segmentation analysis. The study was conducted in two stages. The first stage was optimization using a Two-Factor Randomized Block Design, with three replications. The first design was performed by applying Flavour Addition (R): R1 used Ginger Flavour and R2 used Pandan Flavour. The second design was performed by applying Sweetener Addition (P): P1 used Cane Sugar and P2 used Brown Sugar. The aspects observed included physical, organoleptic, and chemical aspects. When analyzing the data, organoleptic test was performed by using Friedman test while chemical test was performed by using variance analysis, followed by using 5% Duncan test. The second stage was introducing sorghum-based functional beverages as new products to the public to initiate the process of market segmentation analysis, and the results showed that product formulation had been successfully obtained and sorghum-based functional beverages as new products were accepted by 78.6% of consumers, including the quality in terms of physical, organoleptic, and chemical aspects.